Commodification of humanitarian sentiments in celebrity endorsements: a case study of Africa
<p><span>The relationship between humanitarian campaigns and celebrity industry is complex and debatable. The pervasiveness of celebrity led campaigns has recently become a prominent issue in the non-profit sector. </span>Celebrities are increasingly viewed as powerful actors in in...
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| Format: | Article |
| Language: | English |
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Academy Publishing Center
2022-10-01
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| Series: | Insights into Language, Culture and Communication |
| Subjects: | |
| Online Access: | http://apc.aast.edu/ojs/index.php/ILCC/article/view/517 |
| _version_ | 1797258858511466496 |
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| author | Shahinaz Hesham El Samadoni Monika Jiménez-Morales |
| author_facet | Shahinaz Hesham El Samadoni Monika Jiménez-Morales |
| author_sort | Shahinaz Hesham El Samadoni |
| collection | DOAJ |
| description | <p><span>The relationship between humanitarian campaigns and celebrity industry is complex and debatable. The pervasiveness of celebrity led campaigns has recently become a prominent issue in the non-profit sector. </span>Celebrities are increasingly viewed as powerful actors in international politics, particularly in altering North-South relations. Celebrities’ great exposure and various humanitarian initiatives have become widely discussed subjects in popular media<span lang="EN-US">.</span><span lang="EN-US"> </span><span>The current study is concerned with the mediation of distant Others who are suffering in Africa, and how Western celebrity endorsement through humanitarian sentiments influence</span><span lang="EN-US">s</span><span> this mediation experience.</span><span> </span><span>Within this framework, the concept of “mediation” is a coined process. First, by overcoming the distance in communication between the distant Others and the spectators, or in other words between those in front of and those behind media screens. Second, by passing through the medium</span><span lang="EN-US">.</span><span> The study relies on </span><span lang="EN-US">a qualitative</span><span> method approach</span><span lang="EN-US"> of detailed</span><span> content analysis. Appraisal framework has been used in the current </span><span lang="EN-US">study</span><span> to analyze the verbal/visual resources of the feature humanitarian articles of the 15 selected celebrities. In this respect, a total of 51 headlines, 28 leads and body paragraphs and 30 images have been analyzed. The analysis uncovers how the articles depict the efforts of the Western celebrities along with shaping the image of the sufferers. </span><span lang="EN-US">It is found that</span><span> the celebrities are evaluated positively, while the sufferers and Africa are evaluated negatively on the verbal and visual levels. </span></p> |
| first_indexed | 2024-03-12T01:40:05Z |
| format | Article |
| id | doaj.art-3709f5537ec143a0945d5d1145ee77b8 |
| institution | Directory Open Access Journal |
| issn | 2812-4901 2812-491X |
| language | English |
| last_indexed | 2024-04-24T23:00:13Z |
| publishDate | 2022-10-01 |
| publisher | Academy Publishing Center |
| record_format | Article |
| series | Insights into Language, Culture and Communication |
| spelling | doaj.art-3709f5537ec143a0945d5d1145ee77b82024-03-17T15:35:10ZengAcademy Publishing CenterInsights into Language, Culture and Communication2812-49012812-491X2022-10-01229711110.21622/ilcc.2022.02.2.097218Commodification of humanitarian sentiments in celebrity endorsements: a case study of AfricaShahinaz Hesham El Samadoni0Monika Jiménez-Morales1Arab Academy for Science and Technology and Maritime TransportUniversity Pompeu Fabra<p><span>The relationship between humanitarian campaigns and celebrity industry is complex and debatable. The pervasiveness of celebrity led campaigns has recently become a prominent issue in the non-profit sector. </span>Celebrities are increasingly viewed as powerful actors in international politics, particularly in altering North-South relations. Celebrities’ great exposure and various humanitarian initiatives have become widely discussed subjects in popular media<span lang="EN-US">.</span><span lang="EN-US"> </span><span>The current study is concerned with the mediation of distant Others who are suffering in Africa, and how Western celebrity endorsement through humanitarian sentiments influence</span><span lang="EN-US">s</span><span> this mediation experience.</span><span> </span><span>Within this framework, the concept of “mediation” is a coined process. First, by overcoming the distance in communication between the distant Others and the spectators, or in other words between those in front of and those behind media screens. Second, by passing through the medium</span><span lang="EN-US">.</span><span> The study relies on </span><span lang="EN-US">a qualitative</span><span> method approach</span><span lang="EN-US"> of detailed</span><span> content analysis. Appraisal framework has been used in the current </span><span lang="EN-US">study</span><span> to analyze the verbal/visual resources of the feature humanitarian articles of the 15 selected celebrities. In this respect, a total of 51 headlines, 28 leads and body paragraphs and 30 images have been analyzed. The analysis uncovers how the articles depict the efforts of the Western celebrities along with shaping the image of the sufferers. </span><span lang="EN-US">It is found that</span><span> the celebrities are evaluated positively, while the sufferers and Africa are evaluated negatively on the verbal and visual levels. </span></p>http://apc.aast.edu/ojs/index.php/ILCC/article/view/517celebrity diplomacy, public relations, mediation, distant otherssuffering humanitarian sentiments |
| spellingShingle | Shahinaz Hesham El Samadoni Monika Jiménez-Morales Commodification of humanitarian sentiments in celebrity endorsements: a case study of Africa Insights into Language, Culture and Communication celebrity diplomacy, public relations, mediation, distant others suffering humanitarian sentiments |
| title | Commodification of humanitarian sentiments in celebrity endorsements: a case study of Africa |
| title_full | Commodification of humanitarian sentiments in celebrity endorsements: a case study of Africa |
| title_fullStr | Commodification of humanitarian sentiments in celebrity endorsements: a case study of Africa |
| title_full_unstemmed | Commodification of humanitarian sentiments in celebrity endorsements: a case study of Africa |
| title_short | Commodification of humanitarian sentiments in celebrity endorsements: a case study of Africa |
| title_sort | commodification of humanitarian sentiments in celebrity endorsements a case study of africa |
| topic | celebrity diplomacy, public relations, mediation, distant others suffering humanitarian sentiments |
| url | http://apc.aast.edu/ojs/index.php/ILCC/article/view/517 |
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